What Authors (and others) Can Learn About Marketing from the Achievers and George Takei
Part 2: Make the Connection
So they had a solid fan base: core fans. You have them too, whether you are an author, or a business. How do you connect them? They may be scattered all over the world. What tools do you use to bring them together?
Internet Forums. The achievers used the birth of social media: an internet forum to share the word about their passion. Fans gathered around a little known film released in the late 1990’s, and found they had more in common then they at first realized. Some even made love connections in the group. More modern forms of these include Goodreads, Kindle Discussion Boards, and Facebook Groups.
Facebook. Originally a social media outlet similar to MySpace, Facebook took off and became an advertisers dream: millions of reachable customers and fans all gathered in one giant stadium. The problem is, you are one hot dog vendor among thousands, and your customers are scattered throughout the seats. How do you get them to come to you, to “sit” in your section? Once they sit there, how do you make them all want to buy your hot dogs? George has used this with amazing success. He has over 3.8 million “likes” and 3.5 million of those talking about and sharing his posts!
Twitter. In 140 characters or less, you need to get a message out there. A message that compels, that speaks to a specific group, and a message that they will see and share. George has over 600,000 followers. And those who say you have to follow to get followers? Look at George’s balance here: 622,000 followers, he follows 57. He may be the exception to the rule, but you don’t have to follow those you don’t want to follow to glean followers.
These are the tools: Now how do you use them? In part three we will discuss this, but here is the basic premise, and therefore your homework. Have a message. Every day have something new to say. Pretty tough? Yes, tougher than it looks.
Last week, you started to follow George on Facebook if you weren’t already doing it. You were supposed to pay attention to what he posted and when. This week? Do the same with Twitter. Follow George here and just observe: What does he post? When? What gets Retweeted? Favorited? Let’s see what we can learn from those who are already doing something well.